Delivery & acquisition
Creative promoting free delivery and product benefits. Continuous development of advertising to attract new customers.
Head of Marketing Communications
VkusVill.
Brand strategy, campaigns and an in-house team for one of Russia’s largest food retail and grocery delivery chains.
80+ad campaigns
340%average ROMI
+41%promotional efficiency
#2in Russia by grocery delivery orders
What I built
Strategy & team
- Built the brand marketing strategy in six months and have updated it annually.
- Built an in-house creative and production team delivering up to 90% of all ad creative.
- Set up campaign analytics and a creative newsmaking team.
Brand & results
- Updated the brand’s visual identity and tone of voice.
- Marketing consistently delivers 3–5% incremental revenue; promotional efficiency increased by 41%.
- Launched more than 10 sub-brands and developed the design renovation concept for the entire store network.
Selected work
Campaign films
01 / SUMMER 2023
Moyozhenoe
Task. Promote VkusVill’s ice cream range.
Idea. Help people find their own favourite ice cream by connecting flavours with personal stories and moods.
₽349Mincrease in ice cream revenue
₽1.649Bincremental revenue across the chain
367Kcustomers bought VkusVill ice cream for the first time
3.1 million additional ice creams sold; more than 43,000 new customers attracted. These results relate to the 2023 campaign. Revenue from other products across the chain increased by 14.4%.
02 / PRODUCT CAMPAIGN
Mango season
Task. Promote mangoes at VkusVill.
Idea. Turn a seasonal product into a season of its own, with its own weather, imagery and language.
₽589.9Mestimated incremental revenue
1,630 tonnesadditional volume attributed to advertising
756Kcustomers bought mangoes at VkusVill for the first time
Advertising’s estimated contribution: approximately 24.2% of mango sales volume during the campaign.
03 / NEW YEAR CAMPAIGN
Celebrating you
Task. VkusVill’s New Year campaign.
Idea. Show the holiday through the people we celebrate with and the food that brings them around one table.
₽1.23Bestimated incremental revenue
₽226.9Mestimated incremental net margin
997Kestimated additional transactions
Estimated incremental gross margin: ₽346.5M. Individual campaign figures are not added to the overall performance metrics.
More work
Employer brand
“We need good people”: a campaign featuring real VkusVill employees. A creative framework across 12 formats, special projects and integrations.
Creative newsmaking
Built a team that made VkusVill the leader in media citations. One example: a label integrated into Counter-Strike 2.
Read about the CS2 campaign10.8Morganic reach · zero media spend
Awards & media
NPBK · Gold · Business EffectivenessBolshoy Oborot 2024 · WinnerSilver Mercury · Silver & BronzeRed Apple · Silver & BronzeE+ Awards · Shortlist